Building a brand isn’t easy, and if you are trying to build your personal profile from scratch, it’s going to take some time, and a great strategy.
There’s only so much money to go into your marketing budget, so whatever you do, you need to make sure that every dollar is working for you, right?
So what do you run with? Flyers? Facebook? Print?
Well the easy answer is, magnets, of course, lol…
No seriously, the answer is go with all three. You need to cover all angles to ensure your brand/face is top of mind when it comes to listing time.
A good yardstick is to spend somewhere between 5 & 10% of your target GCI on marketing yourself. Spend money everywhere you can, but only if it gives you value for money. Sometimes the ‘value’ can be hard to judge, as some marketing is more of a branding exercise than seeking a direct response. (branding is getting your name known and direct response is getting the phone to ring now)
A good way to judge the success of a branding campaign is in the long term. How much is the phone ringing today compared to a year ago? Is your business growing year on year? Are you unexpectedly getting called into MA’s more than previously.
Each type of marketing has it’s pros and cons.
Direct Mail – great response, labour intensive
Flyers – cheap, great to build brand, but low response rate
Magnets – little more expensive, great fridge life, good to build profile
So if you want to build you brand, don’t put your eggs in one basket, try them all, but above all else, use magnets (of course, lol) to build your brand, they will be working for you 24 hours a day, 7 days a week for 52 weeks a year.